I have had only positive experiences with Noom - it keeps me on track and accountable. I find I am constantly thinking mindfully about what I eat and how much I exercise. I feel so much better when I am doing the program. I tried to do it without Noom and didn't keep it up. The daily weigh-in, logging of food and exercise and the easy to read well-researched articles all combine to make the experience balanced.
I would like to see a more global context - it is American orientated and refers to American foods, stores, events (eg, Superbowl), and also combined with the time difference, it does make it difficult to follow sometimes. Also when logging food, a lot of American brands will pop up and I find I have to deconstruct my meal to log it accurately. The coach system is ok, but I do not find that to be of the most benefit to me. I do not get specific feedback on my food/exercise logs and then follow up suggestions from the coach - it is always very positive but necessarily what I would call coaching or helpful in pushing me to achieve better results. The coach will ask questions, which I get the whole thing of taking ownership, however, for it to be truly coaching, it needs to be more specific to my issues and my needs.
Bottom Line: Yes, I would recommend this to a friend